Value for Money Marketing : A Guide to Measuring Marketing Performance

by Mullin, Roddy

• ISBN13: 9780749435530
• ISBN10: 0749435534
• Format: Paperback
• Copyright: 2001-10-01
• Publisher: Kogan Page Ltd

Summary

This book is about accountability: controlling marketing budgets and ensuring that marketing activity produces measurable results. Unfortunately marketing activity is all too often a series of ill-defined, unstructured and unconnected activities that fail to produce any verifiable results. In truth, there should be little difference between marketing control and cash control. "Value for Money Marketing" clearly demonstrates that producing measurable results from your marketing activity is about defining goals and measuring results and not necessarily about monetary strangulation. The author explores the following: * Achieving value for money from marketing; * Marketing activities - description and measurement; * Measurement and control for an existing business; * Learning from experience; * Control and measurement for a new business; * Advanced marketing measurement and tools; * Performance evaluation and assessment. Written in an accessible style, this unique but common sense guide is recommended for anyone who is serious about achieving results and value for money from their marketing activity.

Table of Contents

Preface	vii
Acknowledgements	ix
Part 1: Achieving value for money from marketing	1	(62)
Marketing---are you getting value for money?	3	(22)
The marketing process	25	(38)
Part 2: Marketing activities---description and measurement	63	(112)
Non-promotional marketing activities	67	(18)
New media	85	(21)
Direct marketing communications	106	(26)
One-on-one communication	132	(19)
General communications	151	(24)
Part 3: For an existing business---measurement and control for marketing activities	175	(38)
Drawing together a marketing activities programme	177	(13)
Ring-fencing: putting the figures in	190	(4)
Control and measure the operation	194	(10)
Control and obtaining value for money	204	(9)
Part 4: Learn from experience	213	(10)
Pitfalls	214	(6)
Scams	220	(3)
Part 5: New business---control and measurement (including financial) for marketing activities	223	(14)
The key part marketing plays in start-ups	225	(4)
Drawing together a marketing activities programme	229	(4)
Where startups should not skimp	233	(4)
Part 6: Advanced marketing measurement and tools	237	(7)
Advanced marketing measurement	239	(4)
Advanced marketing measurement tools	243	(1)
Part 7: How well did you do?	244	(19)
Performance evaluation	251	(3)
Performance assessment and bonuses	254	(3)
In a nutshell---summary of the book	257	(6)
Appendix 1 Measuring the effectiveness of this book	263	(2)
Appendix 2 Reference material	265	(6)
Index	271